#raceforall

The #raceforall social media campaign was a new initiative for the 2013 J.P. Morgan Asset Management Round the Island Race. The ‘Race for all’ ethos was the key message for the campaign, the activation used the Race’s official social media platforms to help build a race community.

The #raceforall social media campaign was a new initiative for the 2013 J.P. Morgan Asset Management Round the Island Race. The ‘Race for all’ ethos was the key message for the campaign, the activation used the Race’s official social media platforms to help build a race community.

#raceforall has now become one the main campaign hooks for J.P. Morgan’s activation of the Round the Island Race and will continue to be one of the key focusses for social media.

The client wanted to engage with a wider mass audience and help build new race fans and entrants. Another benefit of the campaign was keeping Race news flowing, turning fan interaction into a year round communication.

The key purpose behind the campaign was for Race fans to communicate on twitter and Facebook using #raceforall

Twitter: Tweet for charity. For every #raceforall tweet, J.P. Morgan donated 10p to the official Race Charity, Ellen MacArthur Cancer Trust. Aim was to achieve 30,000 tweets and £3,000. rtir.me/tweetometer

Facebook: Strategy involved on-going content to engage fans in the lead up to the Race. Including Behind the scenes video, competitions and photography interaction

“Into the Blue created, introduced and implemented a successful campaign during 2013 and 2014 in association with the Round the Island Race, not only did we reach our tweet target of £3000 but this was reached prior to the race showing the success of the initiative. We look forward to continuing and developing the campaign with them”- Frank Fletcher, CEO Ellen MacArthur Cancer Trust

"There is a huge Race community out there and the 'Tweet for Charity' campaign is a great way for people to engage with each other whilst easily donating to the Trust. The target is £3,000 which would help us take 6 more young people in recovery from cancer on a four day sailing trip next year, so get tweeting!"- Dame Ellen MacArthur